Cheaters. Online daters are stealing each other’s profiles. Convinced they are not witty enough or smart enough, or that someone else’s words are better, they steal sections and entire profiles of either gender to describe themselves (see the WSJ story). This is the same concept as organizations using the “me too” positioning strategy. How many organizations have you seen making a pitch that’s essentially the same as the other guy’s? By defining your brand and differentiating yourself, it’s true that by default you will eliminate some potential buyers. But better to stand out with those who value your style, your expertise and your brand than to be one of the herd. I believe Seth Godin calls that a Purple Cow.